Interactive/Enhanced TV

DALs, ads and mini DAL’s

Agenda

What is interactive and enhanced

Show examples of Interactive and Enhanced TV

Talk about advantages of these approaches

Interactive TV

Tends to sit outside the broadcast channel

Uses the TV as a communications device

Can include Video but this is not directly related to the iTV content

Should not be “web on TV”

People need information in the right context e.g. in their seat

Ordering pizza, finding football results, headline news etc

Not heavy research but limited, focused content based on the needs of the viewer

Son of Ceefax

See a demo of the BBC version

http://www.bbc.co.uk/digital/tv/tv_interactive.shtml#

Interactive TV – TV commerce

Dedicated channels can be expensive

But can be profitable e.g. In 2001, 60% of Domino’s Pizza’s ecommerce transactions were through iTV platforms, roughly £2.2 million in total sales and over 13,000 orders a month. (Source:Revolution, Jan 2002)

So a focus is essential as wide ranging brands (catalogues, supermarkets) can be harder to perform as tasks in iTV environments

New methods of development for iTV

Using a Sky Emulator with WTVML

Available from

http://lookinglocal.gov.uk/wiki/display/cmsha/08.+Looking+Local+Emulators

(see the PC based emulator at the bottom of the page)

This is the Sky WTVML system (see http://en.wikipedia.org/wiki/WapTV and http://www.waptv.com/)

WTML is a variant of WML with some extra commands to assist in display on TV devices

Full standard can be downloaded from http://webapp.etsi.org/workprogram/Report_WorkItem.asp?WKI_ID=19886

That’s Interactive

So what’s enhanced?

Enhanced TV

General definition is anything that adds to/sits on top of the broadcast stream

• Programme like Rugby World Cup game runs on a channel press the red button you get

– additional statistics

– highlights

– different commentary etc

Most popular use is in Advertising

Broken into 4 categories

DAL’s (Dedicated Advertiser Location)

Mini DAL’s (smaller version of above)

Impulse Response/CTA “Call to Action” (“Press Red NOW”)

Microsite (like a CTA) but with a dedicated screen behind it

Costly system of advertising

but can be effective in certain sectors

• ITV cost examples (PDF)

• Looking at a minimum of 4K for a 28 day campaign plus cost of bandwidth and feedback capture

• Very popular in the younger demographics: 53% are in the 16-34 age group and 52% are ABC1’s. Source:Sky Active/BMRB Audience Interaction Monitor, November 2005.

Background to Advertising

ITV provide background production notes at

http://www.itvmedia.co.uk/advertising-on-itv

Now some thinking time

We’ll have a look at some case studies

Think about the following

What advantages does the type of Enhanced TV they have used provide the advertiser?

How did they measure success?

Why might that be important to the brands?

Case Studies

The Army on Bravo

Laithwaites on UK Food

Warburtons on UKTV